23 Feb Debunking Creativity Myths
Creativity – One of the most valued assets in today’s business across all industries. As with any major business meme, there are many myths about creativity or “innovation”. Here are 4 typical creativity myths.
- Creative Departments = Creativity FALSE!
There is a Zimbabwean proverb that holds very true to creativity “if you can walk you can dance, if you can talk you can sing”. All of us inherently conceptualize and resonate with creativity, not only “creative people”. Although you would need some skills to bring the concept/idea to life in the form of an advert or design, the thought process or emotional understanding is at a heart level in all of us. Daniel Pink, in his book “A whole new world”, states the world is moving out of the knowledge age and into the conceptual age which will benefit artists, designers, strategists and less so engineers and accountants. Creative thought can be applied to a variety of channels in all areas and industries.
- Creativity can’t be a process FALSE!
Creativity is not a random act. Yes, you can be creative in a random way but there is a process that ensures effective creative output. Successful creative organizations have structures in place facilitating creativity. Google, for example, allows staff free time to work on new ideas that they are interested in which in turn gets the best work out of them. Similarly, the “six thinking hats” developed by Edward De Bono forces you to move outside your habitual thinking style allowing a full rounded view of the situation. The hats translate into 6 different colours which are categories of thinking and behaviour.
- The best creative comes with experience FALSE!
Factually, most industry quantum leaps have been made successful by individuals with very little industry specific experience, substantiated by Adam Morgan, Author of Eating the big fish. A lot of creative genius comes from people with no experience in the relevant industry however, they managed to successfully transform it. For example, Richard Branson – bringing inflight entertainment on his airplanes, Michael Dell – invented made-to-order computers, Steve Jobs – brought Apple into the world of music, making it the most widely used music platform in the world.
- Drugs and alcohol help stimulate creativity
This is probably one of the most popular ones, a very dangerous myth. The illusion that alcohol and drugs inspire and stimulate artists, writers and musicians is a very false truth. In reality, drugs and alcohol stifle creatives, it does not aid in resolving challenges. Creativity is an intellectual problem solving process. In reality an environment conducive to idea generation, where creatives fell free to share ideas without fear, is what stimulates creative thinking. What’s most true is that creative ideas are an essential skill for society today. “Creativity is no longer the domains of the tattooed, nose pierced, flamboyant weirdos” – It’s a business.
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Roxanne Pedretti l Digital Business Manager
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